Integral Ad Science expands measurement capabilities for YouTube Shorts

Integral Ad Science (IAS), a foremost media measurement and optimisation platform, recently announced an expansion of its measurement capabilities on the YouTube platform. Now, the company will extend its brand safety and suitability measurement product to advertisers for YouTube Shorts inventory as an addition to its current Total Media Quality for YouTube product suite.

YouTube Shorts is quickly becoming one of the dominant short-form video platforms internationally and continues to experience significant growth. The platform currently boasts over 2 billion users, with more than 70 billion daily views. This gives advertisers a substantial audience to tap into.

Integral Ad Science (IAS) is a global media measurement and optimisation platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers.

The services that IAS is set to provide point to significant value addition for brands. It will offer third-party assurance that video ads being run on YouTube Shorts are displayed within brand-safe and suitable content. This video-level transparency is defined by the Global Alliance for Responsible Media (GARM) framework and adjacency standards.

Moreover, with Total Media Quality for YouTube, advertisers will gain insight into brand safety and suitability metrics for impressions served on YouTube Shorts. The solution also extends to viewability and invalid traffic measurement globally across more than 30 languages.

As part of its Brand Safety and Suitability measurement, IAS is launching an analytics dashboard for advertisers on YouTube. This will enable them to analyse brand safety and suitability trends through charts and create a custom suitability profile.

Lisa Utzschneider, the CEO of IAS, highlighted the positive impact of their Total Media Quality for YouTube, which was introduced earlier this year. She emphasised the enhanced insights offered to advertisers through advanced AI technology and expanded reporting features.

Utzschneider expressed excitement about the extended measurement capabilities on YouTube, particularly for YouTube Shorts inventory, a rapidly growing video format in digital advertising. The goal is to provide marketers with actionable data to optimise safety and effectiveness on this platform.

Lisa Utzschneider said, "Since IAS launched Total Media Quality for YouTube earlier this year, we've been able to provide new levels of insight into video content for advertisers through our advanced AI-driven technology and expanded reporting capabilities."

"With this expansion of our measurement capabilities on YouTube, we can bring marketers the most actionable data to maximise their safety on YouTube Shorts inventory, one of the fastest growing video formats in digital advertising."

This announcement marks a noteworthy expansion of IAS's measurement capabilities, enhancing its offer for advertisers. It enables brands to maximise the potential of advertising on YouTube Shorts while maintaining safety and suitable brand representation.